"To be frank,we haven't earned money since holding the F1 Chinese Grand Prix in 2004" said Yang Yibin,the director of marketing deparment of Shanghai Juss Event Management Co.Ltd ,the managing body of Shanghai International Circuit(SIC).He told to the reporter as being asked the condition of management of F1 in China,"Compared with the previous years,there is a big part in the grandstands for advertising World Expo 2010 Shanghai this year,so it is meaningless to talk about making money through tickets profit in F1 to SIC."
" Conservatively estimated,we have lost about 12million RMB in the revenue to SIC this year due to the grandstand for advertising instead of tickets profit"told by Yang Yibin.On eleven grandstands ,there has been the giant letters and numbers of "E X P O 2 0 1 0",major part for advertising Expo 2010 Shanghai ,as well as the emblem of Bureau of International Exhibition,Shanghai Expo logo and mascot Haibao .Each letter covered about 880 square meters and near 10000 square meters in all. Yang Yibin said,"The first year F1 came to Shanghai,a question had been asked by Bernie Ecclestone,the boss of F1, that why Shanghai wants to hold the Grand Prix.If just want to make big money through it,he would advise you to give up earlier.In fact ,what we thought about was not the race itself, but the development of regional industry,including tourism,catering and hotel volume that would increase in an unexpected speed."
As the major introducing project by government,Chinese Grand Prix has established a world famous image of racing brand. The initial purpose of bid on F1 Chinese GP was to make it a window through which to show Shanghai toward the world.Yang Yibin said,"The main purpose we hadn't take the advantage of has become the largest opportunity which we need to grip now."
"By the agreement with the Bureau of Shanghai World Expo Coordination,we Juss Event became senior retailer of licensed products of World Expo 2010 Shanghai. Our company will be authorized to sell products with Shanghai Expo mascot Haibao or logo."said Yang Yibin. What he told has proved and expressed itself thoroughly on the opening ceremony of the race day on Oct the 19th .Publicity of 2010 Expo Shanghai played a major role in the performance of the Opening cerenomy,with concerning flags and posters all around. Mercedes-Benz press chief Wolfgang Schattlingproposed a toast in the banquet for 2010 Expo Shanghai.Yang Yibin added that all the publicity has been absolutely confirmed by FIA. Bernie Ecclestone,the boss of F1 knows the deep meaning of Expo to Shanghai,so he definitely approves of combinig World Expo with F1 race and popularizing Expo 2010 Shanghai to the whole world through F1 race which is exceptional. On October 16 ,Bernie examined the preparation of SIC and gave some advice on increasing the covering of green plants to underline the spectacle of "EXPO2010",depending on his rich experience in operating F1 till now,
The giant sign of "Expo2010" was on the screen about 36 times while the qualifyingbroadcast to the the whole worldon October 18 ,giving the audience around the world a deep impression. It is said popularizing the World Expo 2010 Shanghai is mutual benefit to three sides,FIA, Shanghai People's Government and Bureau of World Expo,without any money dealing concerned to them.FIA contributes some space for advertising Expo,which help connect with World Expo, the culture exchange gala in humanity and in agreement of Shanghai government.According to the agreement signed by the Bureau of Shanghai World Expo Coordination and Shanghai Juss Event Management Co Ltd, publicity of Shanghai Expo will last 3 years till the holding period in 2010which has blown away the rumour that Chinese Grand Prix would not continue.
SIC has changed a new glamorous scene on higher quality and all-dimension service ,stronger cooperation with sponsors besides linking with World Expo.Yang Yibin said"The popularity of civil cars depends the prospect of F1 event development to some extend and the base of F1 in China isn't ideal ."Inviting more people come into and feel SIC could help cultivate the market of F1 in China. "We have held more activities for fans ,letting spectators participating in to enhance the development and growing in marketing."added by Yang Yibin,"At the same time,we try to collect the feedback of spectators last year and then improve in some aspects such as transportation,catering ,information service .As well as the anti-noisy earphone newly produced with "Aigo",to make up for the previous information gaining inadequacy.In addition,a new telephone service from China Mobile "12580" helps spectators to communicate with SIC,getting timely help as meeting some problems.The newly constructed street served for catering and leisure has earnestly solved the problem of eating and help to alleviate the pressure on transportation after the race."
"Thanks to these effective measures,the whole quality of service in Chinese Grand Prix has ascended to a new step.All these will help to build a firmer solid for next year. Time is needed in cultivating and developing the market of F1,we are confident about the prospect of F1 in China , depending on the successful operating ways in Tennis Masters Cup " said Yang Yibin, representing all the remembers in the operation of F1 in China.